UDC 339.138
DOI: 10.36871/ek.up.p.r.2025.05.10.006
Authors
Anna M. Piatachenko,
Donetsk National University of Economics
and Trade named after Mikhail Tugan-Baranovsky, Donetsk
Abstract
The digital maturity of enterprises in the modern world is an essential prerequisite for running a successful business. Developing a digital strategy is extremely important in today’s competitive market. In the current market conditions, it is important for enterprises to be flexible and ready to adapt quickly to changes. Organizations need to be able to adapt and implement digital transformations. In this context, the study of the concept of “digital maturity” and the path of digital transformation of an enterprise are becoming relevant. The purpose of the study is to substantiate the importance of introducing modern digital strategies into the marketing activities of an enterprise in order to increase market share. The research methodology is based on a theoretical analysis of the main provisions of the digital transformation of the enterprise. The research was based on the works of domestic and foreign scientists in the field of digital marketing. The scientific novelty lies in the formation of the author’s view on the digital maturity of the enterprise. The paper offers a list of marketing strategies of the enterprise based on digitalization, the implementation of which in the company’s activities will lead to an improvement in competitive positions in the market and an increase in profits, which proves the importance of the research.
Keywords
marketing strategy, digitalization, digital transformation, digital maturity, enterprise, company
